J. Walter Thompson has unveiled a new interactive recruitment TV
spot for the Royal Air Force which avoids the usual images of fighter
jets in action.
The spot is composed of vignettes of people in civilian working life and
highlights the tedium of office work. These images range from a bored
worker playing solitaire on her computer to an upset woman retreating to
a toilet cubicle to kill time. The RAF is then presented as a positive
alternative. The spot ends with the line: "Don't work for a limited
The new RAF film for COI Communications will represent first time any of
the armed forces have used interactive TV. Viewers will be able to click
on footage to find out more about different careers in the RAF, from
engineering to catering.
Alistair Wood, the creative director at JWT, said: "The poignancy and
truth of the situations it portrays will strike a chord with many."
Peter Buchanan, the deputy chief executive at COI Communications, added:
"It makes people question their own personal motivations in their
The ad was written by Huw Rowlands, art directed by Alastair Scully and
directed by Malcolm Venville at Therapy Films. Media planning is by
Manning Gottlieb Media and buying is by MediaVest.